Delving into the Interplay of Marketing factors and Gastronomy Tourism on Thai Sweets Choices among International Visitors in Bangkok

Abstract ―​

Confectionery souvenirs enhance cultural experiences and local economies while serving as potent marketing tools in Bangkok, which emphasize sustainable practices, foster social interactions and cultural exchange. This study investigated tourists' purchasing behavior regarding these souvenirs, and analyzed the impact of the 4Ps Marketing Mix, AIO profiles, and gastronomy tourism. The focus was on understanding the purchasing behavior of tourists towards purchase decision confectionery souvenir of foreign tourist in Bangkok, with key factors including the 4P's of Marketing Mix, Activities, Interest, and Opinion), and gastronomy tourism. To achieve this, a quantitative approach utilizing a questionnaire was employed, with a population sample of 460 foreign who travel to Bangkok. Data were collected and analyzed with the application of Structural Equation Modeling (SEM) . Research results were used as a guideline for developing souvenir products in the form of desserts. Food tourism factors and marketing mix could strengthen the income stream for the local area, hoping to understand more travelers' needs that should lead to product improvement to suit customers. Additionally, researchers and interested parties may extend the topic of research on various factors.